We started working with One & Only Palmilla in 2004, our goal was to increase the number of Mexican guests in the hotel. At the beginning there was an annual market share of 0.8% Mexican travelers. Throughout nine years working with them, we created a continuous presence with target media as well as promotion with luxury travel agents. We did press conferences, distributed press releases, looked for media pitches, organized media road shows, FAM Trips for both media and travel agents and photo shoots. By 2012, numbers increased to over 11% market share (14 million dollars in revenue) never having used any type of advertising.